Kmart gets smart, uses its senses with private-label line

By Allison Cerra

HOFFMAN ESTATES, Ill. — Kmart is introducing its private-label brand, Smart Sense, offering customers products for almost 20% less than the leading brand. The Smart Sense line currently consists of hundreds of products available in Kmart stores, and will expand to more than 1,200 items by early 2011.

"With the introduction of the Smart Sense line, Kmart is looking to offer a more affordable Kmart brand product assortment that will rival the quality of more nationally recognized brands," said Mark Snyder, chief marketing officer at Kmart. "While the Smart Sense line will offer the everyday essentials, Kmart is also taking it a step further by providing unique products that you wouldn't typically expect to see under a store brand."

The Smart Sense line is part of the Kmart Smart Assist Savings Card loyalty program, which gives eligible unemployed customers a 20% discount off of more than 1,200 regularly priced, high-quality Kmart-brand grocery and drug store staples. The program was launched in 2009 and currently has more than 100,000 members.

In related news, Kmart-branded products also will be getting a new look that features brighter packaging, the company said.